Tokyo Fashion Express - 2012/09/10

Sep. 10, Mon.

NIPPON STYLE: Japanese subcultures impact new fashion trends

Cosplay used to be for eccentrics but today it's turning into quality fashion and real clothes. We feature the rising new trends and their prospects as the world of fashion turns its gaze on subcultures.

FUGAHUM has been drawing attention as a radical, stand-out brand at the Tokyo collection and elsewhere and is collaborating with Radio Eva on the EVANGELION motif. It's a step apart from conventional character design and is reaching out as a global project, by launching business in such countries like Italy.

Eponymous Mikio Sakabe designers, Mikio Sakabe husband and wife, have also been incorporating Japanese comic book and cartoon themes into their collections and speak of wanting to turn Akiba Culture into a norm and an industry.

Conomi, the uniform fashion brand that was sparked by a girl pop-group AKB48, is meanwhile pushing cuteness to the limit in its uniform lines. They are all very different from each other but do share the same subculture theme.

Associate Professor Yuniya Kawamura of the Fashion Institute of Technology in New York State observes in the program that Japanese fashion represents membership of various groups and is also a way for the individual to find and express his or herself. She shares her analysis of the trends.

There'll be Akihabara fashion snaps at the finish.

*Catwalk Trends, Tokyo Buzz and Hot Picks take a rest this week for the extended edition of Nippon Style.

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